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Branding Tag

Gianfagna Strategic Marketing / Posts tagged "Branding" (Page 5)
September 6, 2012
B2B Marketing Marketing Campaigns Marketing Strategy Sales Strategy Uncategorized Websites

Getting Started with B2B Marketing: The First 5 Steps

Companies that sell to businesses often rely on referrals to find new customers. But the day may come when referrals aren’t enough. New competitors, new technologies, new types of customers, or new sales territories can create new challenges for your business. To achieve your goals – and capitalize on your opportunities – you need marketing. If you’ve relied primarily on word of mouth to promote your business and you haven’t done much marketing, where do you begin? Here’s advice on the first five things to do to create a smart business-to-business (B2B) marketing...

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by jeangianfagna
July 26, 2012
B2B Marketing CRM Marketing Strategy Sales Strategy Uncategorized

How to Create a Great White Paper: 10 Tips for Success

White papers are one of the best ways to market a business or professional services company. But there's more to developing an effective white paper than just writing about what you know. To create a white paper that supports a smart marketing strategy by establishing your credibility as an expert in your marketplace and positioning your company as a preferred solution provider, you need to plan carefully and think strategically. In part two of a three-part blog post, here are 10 tips for creating a great white paper from my...

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by jeangianfagna
July 5, 2012
CRM Marketing Strategy Social Media Uncategorized

How Breaking a Customer Promise Can Hurt Your Brand

our company’s brand represents the value customers receive when they interact with your business. It's a promise: When you choose to purchase from us, this is what we will deliver to you. When you break that promise – through defective products, shoddy workmanship, or poor service – you might lose the customer. But in this age of social media, you might also lose your reputation. Remember the musician who made a YouTube video about United Airlines breaking his guitar? It got more than 12 million views and spawned a whole culture of...

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by jeangianfagna
May 30, 2012
Advertising Creative Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized Websites

Why There’s a QR Code on Your Banana

QR codes – those funny-looking, square-shaped symbols with pixelated, black-and-white patterns – are showing up everywhere in advertising, signage, and product packaging. I even found a QR code on my Dole banana this morning, advertising the movie Madagascar 3. Our Cleveland, Ohio marketing agency is now using QR codes in nearly all marketing campaigns we create for our clients. Here’s why QR codes are becoming ubiquitous in marketing and 7 tips for using QR codes in your smart marketing strategy....

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by jeangianfagna
April 16, 2012
Creative Marketing Strategy Uncategorized

4 Simple Lessons in Branding from Blackie, the Stray Cat

There was a stray black cat in my neighborhood near Cleveland, Ohio. The three little girls who live next door fell in love with him, so they convinced their parents to adopt him and make him their pet. And of course, they gave him a name: Blackie. As a marketing consultant, I think Blackie the cat offers some helpful reminders about the principles of effective branding. Here are some branding insights for your smart marketing strategy, as demonstrated by the future marketers in the house next to mine....

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by jeangianfagna
February 14, 2012
Advertising B2B Marketing Creative Marketing Campaigns Marketing Strategy Uncategorized

Who Owns Your Marketing Campaigns? You May Be Surprised

Many companies hire marketing agencies or freelancers to develop marketing campaigns and materials. But marketers often overlook a critical step in the process: Ensuring that they own the intellectual property they’ve paid a marketing team to develop. And marketing agencies often fail to protect their legal rights to materials they’ve produced. What are the most common intellectual property mistakes marketers and agencies make and how can you avoid them? Here are some tips for your smart marketing strategy from Sharon Toerek, an expert on legal issues in marketing. ...

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by jeangianfagna
February 7, 2012
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

Super Bowl XLVI: Which Ads Were a Smart Marketing Strategy?

Another year, another Super Bowl, and another advertising extravaganza by America’s brand marketers. Many ads were creative and funny. But when you look more closely at Super Bowl spots, a smart marketer has to wonder about their strategic marketing value. Even if the ads were clever, at $3.5 million per 30 seconds, were they a smart marketing strategy? Here are seven criteria for evaluating the strategic effectiveness of advertising and my assessment of this year’s ads. ...

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by jeangianfagna
January 31, 2012
B2B Marketing CRM Marketing Campaigns Marketing Strategy Sales Strategy Uncategorized

5 Lessons from My UPS Guy: How to Create Loyal Customers

One of the most difficult marketing challenges is differentiating a service business from its competitors. One strategy is to market the knowledge and experience of the firm’s employees. Another is to focus on how the firm's employees make customers feel. Case in point: Tom, my UPS delivery guy. Here are 5 lessons in how to create loyal customers from a UPS driver in Cleveland....

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by jeangianfagna
Unique Business Branding | Gianfagna Marketing Cleveland Ohio
November 17, 2011
B2B Marketing Marketing Strategy Uncategorized

Marketing Professional Services: Sell Smarts, Not Service

Promoting a professional services firm is one of the most difficult challenges in marketing. Whether you’re selling legal services, marketing services, accounting, IT, insurance, benefits, payroll, or consulting, it can be tough to create a marketing strategy that differentiates your company from everyone else who does what you do. Here's the usual approach: “We have great capabilities and we deliver great service.” No offense, but you must, or you wouldn’t still be in business. Plus, all your competitors say the same thing. Is that really what makes you stand out? Is that...

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by jeangianfagna
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